Decoding unethical youth buying behaviour: fair trade and unfair means
by Archana Shrivastava; Kanchan Tolani; Sancheeta Pugalia; Geetika Jain
International Journal of Business and Globalisation (IJBG), Vol. 32, No. 2/3, 2022

Abstract: In recent years, a lot of incidents of unethical consumer behaviour have been reported, affecting sellers adversely worldwide. Unethical transactions have become a major concern in the current time and thus it becomes necessary to find the factors that drive unethical consumer decisions. Many studies have focused on understanding the unethical consumer behaviour, this study is one of a few that proposes a theoretical model to present the hierarchy of factors related to unethical consumer decisions. An interactive qualitative analysis (IQA) was used in order to create a theoretical model for the study. The model reveals 12 factors that are responsible for unethical consumer behaviour. Pareto analysis identified value system as primary driver for unethical consumer practices whereas lack of awareness emerged as the primary outcome of the model. The study will enlighten the marketers, sellers, producers, policymakers and society at large about the reasons for unethical buying decisions and will help them to mitigate the damages caused by unethical consumer practices.

Online publication date: Thu, 01-Dec-2022

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